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The analysis of nonverbal communication of the commercials from Paulus and Ihnačák's Lidl campaign
Štemproková, Petra ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis is an analysis of a nonverbal communication demonstrated on specified TV commercials from campaign Paulus vs. Ihnačák made by company Lidl Czech Republic. This analysis uses TV spots of Lidl company accesible for public on a social network YouTube, channel LidlCeskaRepublika. Analyzed TV spots were chosen from different phases of the campaign from a certain period from 17.9.2013 to 1.5.2015. It is an analysis of a nonverbal communication and its components aplicated on an audiovisual marketing material. The work itself put in context nonverbal communication as an academic discipline, a methodology of the analysis, which is based on a methodology from semiotic analysis, application of this analysis on chosen TV spots and in the end propose other possibilites for an application of this analysis in marketing communication and public relations. Main objectives of this work is to apply practical knowledge from nonverbal communication discipline to analysis of TV spots and to decode possible significance of particular signs. Another goal is via this analysis show possibilities how to use this analysis in marketing communication and public relations discipline. I have found two possibilities to use it during planning process of a TV spot. First option lies in a phase before...
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The Use of Selected Social Sites in Marketing of Prague Restaurants
Gregorová, Leona ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis deals with the phenomenon of social sites and their use in restaurant marketing. It focuses on the description of opportunities, which individual social sites Facebook, Twitter and Instagram offer for the restaurant promotion. The main part of this work is quantitative research amongst Prague restaurants. The goal of the analysis is to find out, how is the phenomenon spread amongst them, which sites they use and how effectively. There were used methods of description, comparison and quantitative content analysis in the work. Research found out that this phenomenon is spread only in the case of Facebook, which most of the restaurants can't manage effectively. Main contribution of this work is proposal part, where are described steps to effective communication on social sites.
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Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising
Veličková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
Bachelor thesis Media Presentation of Fanta Brand - Semiotic Analysis of Television Advertising describes what forms of media presentation company Coca-Cola Hellenic Bottling Company Česká republika, s. r. o. chose for its brand Fanta during the period between years 2010-2015. Further it is focused on Fanta soft drink television advertisement in particular. In the beginning of the thesis the history of the company and the Fanta soft drink are described. Following part is dedicated to marketing area and the way how the beverage products should be communicated to customers to be effective. The chapter Media is focused on media communication and media mix specifics that should be always taken into account by soft drink beverage companies during the consideration process about media and the way of communication for the target group. The next part is about the way how to analyze media putting the emphasis on the media content analysis. The thesis also explains vital terms related to semiotics (such are code or sign). In the second part of the text there are explained results of brand survey that is created by the third part for the company on regular basis giving them a comparison with competitors. The last part is dedicated to semiotic analysis of television advertisement and profound description of...
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Use of lingustic ambiguity in sexist advertising demonstrated on works from the competition Sexistické prasátečko
Nápravníková Kořanová, Johana ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
This bachelor thesis deals with double entendre in sexist advertising. Sexist advertising uses many vehicles of expression and linguistic phenomena but double entendre seems to be one of the most favourite ones. This thesis aims to analyze the vehicles of expression (both textual and visual) that lead to and permit perceiving the sexual meanings in sexist adverts. The introduction part discusses the theory of the vehicles of expression, deals with intertextuality and pragmatic aspects of adverts. The second part focuses on sexism, the nature of sexual information present in adverts, perception and effectiveness of those information. It also outlines the most frequent vehicles of expression in sexist ads and its ethics. The author then defines in details two vehicles - contextualization of text and image and double entendre. We take semiotic and semantic approach to them. The last section applies all the theoretical findings on particular adverts from the competition Sexistické prasátečko (The sexist little pig).
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The Use of Scent in Marketing Communication
Polák, Jan ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis study sense of smell as mean to enhance marketing communication. In theoretical part of the thesis I focused on function of smell on biological level. I paid extraordinary attention to the brain and its function. I explained how the brain works and especially how the scents are being perceived. It is shown how important i tis to understand this topic well. The smell signals go directly to the deepest and oldest parts of our brain called the limbic system. This is where our emotions and memory are being processed. This tight connection between the smell, emotions and memory in some of the most important pieces of information that allows us to use the scent perception in marketing praxis. In the theoretical part of the thesis I mention also psychological effects of the smell such as the Proust phenomenon. This rather poetic term describes an unexpected feeling or long forgotten memory coming on our minds after exposure to certain smells that we have connected with our past experience. The practical part of the thesis is rather descriptive. I cited number of studies from scientific magazines which deal with effects of scents on human minds, perception and emotions, especially connected with practical use in marketing field. I added also some examples of the real companies which already use...
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Marketing communication of MF DNES from 2010 to 2015
Coufalová, Dominika ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with analysis of marketing communication of daily newspaper Mladá fronta DNES. It is divided into two parts: the theoretical and the practical. The theoretical part defines basic concepts of marketing and marketing communication which are completed by specifics in media environment, specifically in the print media. Furthermore, there is summarized the print history of the 20th century in the area of the Czech Republic with emphasis on circumstances of the origin of the focused newspaper as well. The thesis also deals with the current condition of the Czech media market, it presents its current subjects and briefly mentions the development of the print run and readership of national newspapers. Another chapter describes the evolution of the newspaper from the historical and the technical point of view and supplements that comes along with the newspaper. The practical part gives a brief description of how the marketing department works, what is the strategy and newspapers' marketing mix. Much of attention is devoted to analysis of the individual areas of newspapers' communication mix, which were defined in theoretical part. The specific activities that were used by the daily in the watched period are also presented and analysed in the practical part. The last chapter...
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Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign
Steklá, Kateřina ; Klabíková Rábová, Tereza (advisor) ; Zábrodská, Kristina (referee)
Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign This bachelor thesis deals with the contemporary language style of Czech advertising on the example of brand communication/ advertising campaign of T-Mobile. The work is divided into two parts: theoretical and practical. The theoretical block introduces the context of advertising and shows the characteristics of advertising messages and language of advertising discourse. The focus is on the practical part which analyzes the advertising media campaign of T-Mobile and other operators published in the television from January 2012 to May 2013. The work observes the typical advertising characteristic of T-Mobile and deals with comparison of communication of T-Mobile with other operators.
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Motiv of violence and its various uses in advertising with ilustration on The social advertising of the organization Amnesty International in diverse media forms in specific years
Poliaková, Karolína ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The work explores the transformation of the motif of violence in advertising. The first part focuses on possible formal acts of violence and the function that the element of violence can have in the advertising work. In sake of complexity of the analysis of the formal aspects I include both the style illustrations and the content elements. For a more detailed analysis of the motif of violence in advertising I explain the role of emotions that shape the final reception. In my work I also focus on the motif of violence within the legal system of the Czech Republic and self-regulatory principles with regard to the activities of the Council for advertising. The work also set the theme of violence in advertising in the context of research on this issue. Considering the scope of the analytical part, which is devoted to advertising of nongovernmental organization Amnesty International, firstly I introduce the issue of social advertising compared with commercial marketing. Variability of the motif of violence in terms of formal aspects and functionality is demonstrated in the commercials of Amnesty International in the years 2006, 2008, 2012 and 2014, and in various types of media - outdoor advertising, print, video and online applications. Individual advertising works are analyzed based on Roland Barthes...
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Canon brand in media from its foundation in Czech republic to the present day
Pérezová, Aneta ; Klabíková Rábová, Tereza (advisor) ; Huněk, Filip (referee)
The main topic of this bachelor's thesis is to describe the media communication of Canon company in the Czech republic from its foundation to the present time. First part of the work explains the history of the Canon brand in the world, describes its product portfolio and names the important competitors. The first part also focuses on the Canon CZ, the Czech subsidiary of Canon Inc. Next part of the thesis briefly explains the theory of media and goes to the explanation of the particular ways how to promote a company in media. Such subjects as ATL, BTL, online media, public relations and sponsoring are being described. The main part of the thesis is the description of the mentioned promotion ways used on an example presented by the company Canon CZ. The analysis is divided into different time periods. Also sales results are mentioned in the end of the thesis. The work also constitutes of two researches which are a quantitative content analysis and a survey.
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